Teach you 4 steps to create a perfect community operation

The marketing method before social networks was often telemarketing. Outsourced to customer service companies, operators judge user intentions based on standard scripts and nodes, and then pass on the information to customers one level at a time. This results in distorted information, low efficiency, and many uncontrollable factors.

Compared with telemarketing, social networking has the advantages of uniformity, long cycle, high efficiency and visualization, which is a great improvement over the awkward chatting on the phone. It can be said that the popularity of social networks is an inevitable trend in marketing development.

So, how do we run a community efficiently? Just 4 steps:

01. Amplify the bait to join the group and treat users differently

Adding friends to the group is the first step in community operation . The key to the first step is to find out the user's motivation for joining the group.

This motivation requires us to think about two questions from the user's perspective: Why should I join the group? Why should I join the group now? If you answer these two questions well, the subsequent actions will be more effective.

Why do users join the group? Only welfare. Real welfare, genuine and unconditional benefits, and personally useful value-driven.

Users join a group to gain some kind of value. This is the first point of their motivation to join a group, and we must find or test it. For example, selling learning materials for courses, template documents for product training, e-books for reading communities, etc.

But providing the above is not enough; the above is merely bait. Today's users have been tricked by various practices, and simple baits can no longer impress people. So, the key is to enlarge the bait again.

The way to solve the amplification problem is to treat users differently, so that users can clearly perceive the changes after joining the group, and the changes in benefits and treatment that they can enjoy after joining the group, such as the issuance of limited coupons, the qualification to participate in lottery activities, etc.

Treating users differently creates a sense of scarcity, and users will fight for that scarcity. Joining a group is a way to do that, and it is also a reason for users to join the group right now.

Only by achieving this step can we be said to have mastered the method of attracting users to add friends and join the group, a method that provides value to users.

02. Continuously output value and carefully build a personal image

The process of taking over users after they join the group is the second step in community operation.

Communities are divided into conversion communities and value communities based on the time of payment. Pre-payment conversion communities need to continuously output value and constantly strengthen users’ willingness to pay, such as selling courses on the Internet. Post-paid value communities also need to continue to output value to ensure users’ purchasing expectations, such as Knowledge Planet.

There are two important nodes in the value output of a community: the first impression and the subsequent continuous output.

The first output is a summary of community operations and determines the user's first impression of the community. The first copywriting expression and value touch of the community can never be too grand, including but not limited to combining the user's motivation for joining the group, combining the value packaging of its own business, and value planning for subsequent communities.

Subsequent value output is all about maintaining the initial publicity tone, and the core is the stability of the output value. While maintaining stability, we continue to improve user expectations, including user expectations of the product and their expectations of themselves, that is, personal setting.

In fact, communities are all about personal packaging, either product packaging or effect packaging. The former is the external driving force for transformation, and the latter is the internal driving force for transformation. The two complement each other.

In the current stock market, users are willing to pay for product effects rather than the product itself. Therefore, product manager training emphasizes guaranteed employment, and medical beauty emphasizes youth and beauty.

Therefore, personal packaging with stable values ​​is the key to the success or failure of a community.

03. Guide the generation of UGC and stimulate interest within the group

The third stage is to guide users’ active behavior within the group.

The community cannot be the operator’s own entertainment, nor can it become the operator’s notification group. It is necessary to mobilize the enthusiasm of users.

The prosperity of user UGC represents the user's interest to a certain extent, and real interaction can bring different feelings to the silent members of the group.

When we are operating, we need to reserve certain topics for guidance. So Dingdong Maicai started playing idiom chain games in the group, and the product operation group added news briefings, etc.

From the user's perspective, UGC is expressing itself, and is the user's own concerns and interests about the community, activities, products, and effects. Users don't simply agree, they express themselves.

Users only care about the compatibility of the product with themselves and the matching of the product effects with their own expectations. This is the real interest of users. Just like Luckin Coffee’s community is issuing coupons, users get discounts and the platform gets orders. Through the social network, the coupons are distributed to people in need.

In principle, we strictly prohibit "group hosting" when we run our own community. What we need is to discover problems, continuously improve our words and ways of communication, and find out where the real problems lie. Don't take shortcuts or mislead others, do things that are truly valuable.

After all, interest determines purchase.

04. Closed-loop service process to achieve word-of-mouth conversion

Is the community a one-time profit business or a growth partner for users? Preferably a partner.

In the era of streaming short videos, the market dissemination threshold is very low, and word of mouth builds slowly but collapses quickly. It is better for the community to create value. Only with word of mouth can a company succeed in the long run.

It is important to serve the paid conversion community at the source, and it is also important to serve the subsequent delivery process, that is, the closed-loop service process. Only with a closed loop can there be word of mouth.

Word-of-mouth conversion is an increasingly important conversion method. At a time when traffic is becoming increasingly expensive, word-of-mouth communication is a brand’s permanent moat for acquiring customers.

Traffic is nothing more than a financial model about conversion rate, and word of mouth is an additional variable in this model. It is understandable to pursue traffic conversion in the early stage, but in the later stage you must switch to word of mouth.

Where does word of mouth come from? Come from solving user problems. If users learn in order to change careers, what will be the final effect of the career change? Users join the group to connect with resources, and what is the final business transaction like? This data is an important indicator to measure word of mouth.

From the perspective of the community’s responsibility to users, conversion into the group is the first step in the service, and closed-loop delivery is the end of the service. Although the cycle is long, only a closed loop can have a good reputation and last long.

After these four steps and defining the SOP for each step, the entire community operation process is completed. The rest depends on the quality of the community and the attributes of the product, which is very challenging. But when it comes to product development and operations, fun comes only when there are challenges.

05. Products suitable for communities

So what kind of products are suitable for community building? Those who meet the following four conditions are suitable to form a community.

1. It must be a product that needs to be sold

The core of the community is to create value, whether it is the information value of synchronizing useful information, the resource value between customer groups, or the product value of meeting needs.

The focus of the first two is the subsequent maintenance after joining the group, which belongs to the after-sales stage. The communities on the market generally discuss product purchase conversions which belong to the pre-sales stage.

Therefore, products need to be introduced to customers in the same batch, hoping to convert customers at a closer distance, which is the essence of social media sales.

Only when there are products that need to be sold do we need a community. But it is not just social media. Live e-commerce, video promotion, KOL recommendations, etc. all have their place, and we should make rational use of multiple methods.

2. A product that is universally applicable

The product should be universal or have typical user segments.

Products must classify users and use communities to solve problems of uniformity and sales duplication. If every customer is unique, it is impossible to form an operational SOP.

If universality is not resolved, it will be impossible to focus on one type of customer, which means the conversion efficiency is low and the group is not active.

Only universality can lead to aggregation, and aggregation is efficiency.

3 Products that are sure to be purchased with impulse

The purpose of community conversion is user purchase.

On the one hand, community operations should revolve around introduction, comparison, addition, deletion, modification and checking of value; on the other hand, they should dispel doubts in the conversion process. The result of conversion is user payment. A user who originally had little intention will pay after being converted by the community. What is the transformation in between? It's an impulse buy.

How to create impulse buying? One is the amplification of demand, and the other is the inducement of interests. When we buy a car or a house, we will encounter the situation that the store happens to be having a promotion that day.

Creating scarcity without scarcity and creating value without value are the essence of sales, especially the essence of current competition for existing stocks.

4. It must be a product with high customer unit price.

The products in the community generally have a higher average order value. I have never heard that Pinduoduo’s 50-cent-a-pack of tissues would do community marketing.

Communities are suitable for products with medium-term decision-making and medium-term cycles, which means that communities require the collaboration of a small team. From traffic generation to conversion to transactions, every step requires close cooperation.

There is an upper limit on the number of community members, and the conversion rate is relatively stable in the long term. Therefore, only products with high average order value can guarantee gross profit and cash flow and cover the team's operational needs.

However, communities are not suitable for products with high decision-making and long cycles, such as buying a house or a car. They are more suitable for 1V1 services in private domains. A long cycle means non-standard, and non-standard requires perfect service.

Therefore, when we decide to build a community, we first check whether our product form meets these four characteristics. Not making trouble is the greatest kindness you can show to your team members.

Conclusion

The community is very heated, we need to stay calm.

Hotness is the appearance of the Internet. People come and go, capital surges, this is the heat that appears on the surface.

Calmness is the calmness of a product operator. Think carefully, summarize and grow, this is the calmness to settle down and make a living.

Just like the 4 steps to create a perfect social network operation.

Author: Wang Hai

Source: Wang Hai